Jeita suffers yet another blow. The fragile national symbol and New 7 Wonders of The World finalist was violated by cameras and shooting crews, without the Ministry’s consent.

We all know Rebull, the pretty gray and blue can is found on every billboard, TV ad and supermarket shelf. However, this time, the issue goes beyond the can and the pictures on the road, the company per se has shot an advertisement inside the Lebanese grotto and was – unfortunately – granted permission by no other than MAPAS; the firm in charge of the renowned cave.

Social networks have been buzzing with news about the advertisement, in an attempt to “reawaken it” with action sports (wakeboarding to be exact). Should we call it “raining on your parade” or just stating mere facts, but the 1995 law clearly decrees that no shooting shall take place inside the cave … as clear as any law could get, no fine print.

Should we then say that MAPAS is exploiting the site to its own benefits, while putting the natural wonder in jeopardy right under the state’s nose?

Subsequently, the Ministry of Tourism issued a warning to MAPAS so as to hinder the shooting of said advertisement. Caretaker Minister of Tourism Fadi Abboud considered that MAPAS is to blame in this scenario and not Redbull who is only seeking to promote its product – naturally. He then reminded the Jeita administration that the Ministry of Tourism is the sole reference in such cases.

In an interview to MTV, Abboud urged MAPAS to stop said violations and to respect fellow Lebanese citizens. He further pressed that a written warning is not enough and that they will eventually run short of legal measures, yet the advertisement will not come to be aired.

Who is stronger? The minister or MAPAS’ financial and political cover?

Exploiting both the Lebanese people and their natural assets has been something of a common phenomenon and we sure hope that the Lebanese people will win – at least – this time.